India

The campaign launched in July 2011 in partnership with The Ministry of Health and Family Welfare launched an anti-bidi campaign called ‘Heartbreak’. Bidis – hand-rolled…

The campaign launched in July 2011 in partnership with The Ministry of Health and Family Welfare launched an anti-bidi campaign called ‘Heartbreak’. Bidis – hand-rolled…

Murukutla, N., Turk, T., Prasad, C.V.S., Saradhi, R., Kaur, J., Gupta, S., Mullin, S., Ram, F., Gupta, P., Wakefield, M. (2011) Results of a national mass media campaign in India to warn against the dangers of smokeless tobacco consumption. Tobacco Control 2011; tc.2010.039438Published Online First: 20 April 2011 doi:10.1136/tc.2010.039438

The 4-week Smokeless Tobacco (Mukesh) campaign featured the story of 24 year old Mukesh Harane from Maharashtra – who represents the fast growing, young Indian…

The 4-week Smokeless Tobacco (Mukesh) campaign featured the story of 24 year old Mukesh Harane from Maharashtra – who represents the fast growing, young Indian…

Topline Results The campaign evaluation indicated that there was a large increase in awareness about the dangers of tobacco products, specifically in rural areas following…

Topline ResultsThe campaign evaluation indicated that there was a large increase in awareness about the dangers of tobacco products, specifically in rural areas following the…

This PSA tells the story of young daughter who is unhappy because her father smokes at home. When he realizes he is hurting his wife…

The PSA is part of a campaign encouraging people not to smoke around others.

Bidis are under-taxed compared to cigarettes, taking into account the health risks of each, and therefore, on health grounds, a strong case can be made for increasing the excise burden on bidis.